.NET Rocks! App Distribution on Windows with Shmueli Englard
Jan 15, 2026
In this insightful discussion, Shmueli Englard, a key member of the Microsoft Store team, dives into the world of app distribution on Windows. He explains the benefits of using the Microsoft Store for updating and distributing apps, including the use of MSIX packaging. Shmueli contrasts store-managed updates with self-updating apps, highlighting the trade-offs of each. He also touches on enterprise management options, CI/CD automation tools like GitHub Actions, and the flexibility of free versus paid app distribution. A must-listen for developers!
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Store Removes Distribution Headaches
- Distributing apps through the Microsoft Store removes many hosting and update headaches for developers.
- The Store handles distribution, update delivery, and CDN reach so developers can focus on building features.
Discord's Updater Caused False Prompts
- Discord joined the Store but kept its own updater, which caused version reporting bugs that confused the Store updater.
- Shmueli worked with Discord to correct their version info so the Store stopped falsely prompting updates.
Many App Types Fit The Store
- Progressive app types are supported: PWAs, Electron, and native apps can all appear in the Store.
- Being in the Store improves discoverability and integrates apps with Windows features like Open With suggestions.
